The Beastly Consequences of Beautifying E-Commerce

In a world where Instagram aesthetics are everything, it comes as no surprise that companies are taking more time (and spending more money) in the packaging of their products.

Glossier, one of the companies killing it at beautifying e-commerce, explains why: “Sitting in an apartment hallway or on a coworkers desk, cool-looking boxes can speak for themselves. Customers tend to order to their office or school, which is great for us because it exposes even more people to the brand through our distinctive packaging.”

Branding – it is always about the branding. And, we mean, who wouldn’t post this gorgeous shot on Instagram? Free social media exposure? You bet.

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Beautifying e-commerce is especially easy to buy into, especially as a company trying to get one step ahead of competitors and build brand loyalty. But, what about the waste? Are the consequences really worth two minutes of unpacking your newest product on Insta story?

Noah, a men’s streetwear brand, thinks otherwise…

“We understand there’s value in the ‘unboxing experience.’ It’s easy to see why it’s such a big component of the marketing strategies for most retailers… People eat it up,” Babenzien – Noah’s creative director –  writes. “The whole thing lasts a maximum of 2-3 minutes. That’s a lot of waste for what is essentially a mini dose of drugs, a transient feeling that what we just bought, or the company we bought it from, is somehow superior.”

What do you think about this new trend of beautifying e-commerce? A beauty? Or a beast?

Information gathered from Racked.


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